![Pixalate_Logo_WHITE.png]](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logo_WHITE.png?height=40&name=Pixalate_Logo_WHITE.png){kind=logo}
Glossary of MRT Tooltips (Mobile Apps)
The tooltips and definitions shown below are in the Media Ratings Terminal (MRT) and current as of March 2025.
Section List:
Mobile App (Google Play)
| Tooltip/Label | Description |
| SECTION: OVERVIEW | |
| Developer | Suggest an edit to Developer |
| IAB Primary Category | Suggest an edit to IAB Primary Category |
| IAB Subcategory | Suggest an edit to IAB Subcategory |
| Programmatic Popularity Rank | Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend |
| SECTION: RISK OVERVIEW | |
| Risk Overview | Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory. |
| Smartphone | Blended advertiser risk assessment for the App on Smartphones by global business region |
| Tablet | Blended advertiser risk assessment for the App on Tablets by global business region |
| IVT | The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| Viewability | The average viewability for all display ad impressions in the app |
| Brand Safety Risk | The overall risk to advertiser Brand Safety from the app |
| Pixalate Advisories | Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.). |
| SECTION: APP DETAILS | |
| App Details | Key platform specific details for each app |
| App Information | Detailed app specific information. |
| Owner Domain | Business domain of the owner of the app, as declared in the corresponding app-ads.txt file. |
| Interactive Elements | Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer. |
| Users nteract | if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps |
| Shares Info | if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps |
| Digital Purchases | if the app allows you to make purchases, eg Amazon Shopping |
| Ad Capabilities | Detailed ad capabilities. |
| Top Device | The platform most commonly trafficked in programmatic advertising |
| Display Top Size | The display ad size most commonly trafficked in programmatic advertising |
| Video Top Ad Size | The video ad size most commonly trafficked in programmatic advertising |
| Video Contribution | The percentage of video ads trafficked on the app |
| Display Contribution | The percentage of display ads trafficked on the app |
| Hyperlocation Availability | The percentage of advertising transactions containing the user's latitude and longitude |
| MRAID Version | The most recent version of MRAID for which the app is compliant. |
| Ads Detected | Non ad-supported apps may be at risk of spoofing. |
| SECTION: DEVELOPER OVERVIEW | |
| Developer Overview | Essential information about the app's developer |
| Location | The business address of the developer |
| WHOIS Info Hidden | Businesses with privately registered anonymous domains are flagged as high risk |
| Terms and Conditions Detected | Businesses without published terms and conditions are flagged as high risk |
| Privacy Policy Detected | Businesses without a privacy policy are flagged as high risk |
| Low social media engagment on Facebook can be a risk factor | |
| Low social media engagment on LinkedIn can be a risk factor | |
| Low social media engagment on Twitter can be a risk factor | |
| SECTION: RANKINGS BY COUNTRY | |
| Rankings by Country | Market Share and Reach Rankings by Country |
| Global Reach Ranking By Country | Reach Ranking by Country |
| Global Market Share Ranking by Country | Market Share Ranking by Country |
| SECTION: APP PERMISSION RISK | |
| IVT RISK | Suggest an edit to COPPA Audience |
| SECTION: COPPA VIOLATION RISK | |
| Pencil/Edit | Suggest an edit to COPPA Audience |
| Privacy Policy | Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13. |
| Sensitive Permissions | Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users. |
| Verifiable Parental Consent (VPC) | Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13. |
| Transmits Residential IP | Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13. |
| Transmits Location | Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13. |
| SECTION: BRAND SAFETY | |
| Sub-section: Description Brand Safety Risk | |
| Brand Safety | Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app |
| Description Brand Safety Risk | App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk |
| Advisories Risk | The risk to brand safety derived from the app's content advisories |
| Adult Content | The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content |
| Drug Content | The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content |
| Alcohol Content | The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content |
| Hate Speech | The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content |
| Offensive Content | The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content |
| Gambling Content | The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content |
| Violence Content | The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content |
| Sub-section: Content Brand Safety Risk | |
| Content Brand Safety Risk | The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety. |
| Adult Content | The risk to brand safety from potential adult images and content detected within the app. |
| Violence Content | The risk to brand safety from potential violent imagery and content detected within the app. |
| Image Text Extraction | Images are processed to detect text components which are displayed here along with descriptive labels and probabilities. |
| SECTION: TRAFFIC TRENDS | |
| Traffic Trends | This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps. |
| Traffic Overview | App Traffic Statistics and Risk Factors |
| Potential Bundle Id Spoofing Risk | The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site |
| Location Masking Risk | The risk that location data is inaccurate for advertising transactions involving the app |
| Advertising IVT Risk | The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB |
| Click IVT Risk | The risk of clicks originating from ads on the app being fraudluent |
| Viewability Risk | The risk of IAB viewability standards not being met for ad impressions on the app |
| Est. Daily Reach | Estimated daily reach of the app |
| Est. Monthly Reach | Estimated monthly reach of the app |
| Inventory | The estimated number of monthly impressions this app makes available programmatically |
| SECTION: AUTHORIZED SELLER (APP-ADS.TXT) | |
| Authorized Seller (App-Ads.txt) | The contribution of various sell side platforms to programmatic ad impressions sold on the app. |
| Direct Sellers | The contribution of direct sellers to programmatic ad impressions sold on the app. |
| Unauthorized Sellers | The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app. |
| SECTION: MADE FOR ADVERTISING (MFA) RISK | |
| MFA Risk | Pixalate's assessment of the risk of the app being deemed MFA. |
| Ad Refresh Rate | Number of Ad Impressions presented to the user, per hour. |
| SECTION: INVALID TRAFFIC (IVT) | |
| Invalid Traffic (IVT) | Apps are measured according to the industry standard classifications of invalid traffic |
| Sophisticated Invalid Traffic (SIVT) | SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic |
| General Invalid Traffic (GIVT) | GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk. |
| Sub-section: SIVT Types | |
| SIVT Types | The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| appSpoofing | Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate. |
| clickFarm | An impression originating from a user who has been flagged as being associated with human click farm activity. |
| cookieStuffing | Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses. |
| datacenterProxy | The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol. |
| defasedApp | Traffic sourced from mobile apps that have been delisted from their respective app stores. |
| deviceIdStuffing | Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses. |
| displayClickFraud | Clicks that are generated from the same device at an inflated rate. |
| displayImpressionFraud | Impressions that are generated from the same device at a statistically significant inflated rate. |
| doorwaySite | A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers. |
| highCTRTraffic | Traffic associated with domains or apps demonstrating high risk CTR behavior. |
| highRiskApp | The impression is from an app which has been flagged for a high risk of invalid traffic. |
| highRiskSCONode | This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic. |
| highRiskDeveloper | An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic. |
| highRiskDeviceId | The impression is from a device ID that has been flagged for a high risk of invalid traffic. |
| highRiskDomain | The impression is from a domain which has been flagged for a high risk of invalid traffic. |
| highRiskIP | The impression is from an IP Address which has been flagged for a high risk of invalid traffic. |
| hijackedSession | Activity originating from a device which has a statistically significant inflated number of user sessions. |
| IPObfuscation | An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered. |
| locationObfuscation | Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction. |
| malware | The impression is from domains or pages known to host malware. |
| maskedIP | The IP of a user does not match the IP and the associated ISP reported in the advertising transaction. |
| maskediCloudRelayIP | The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address. |
| phishing | The impression is from domains or pages associated with phishing tactics. |
| proxy | The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol. |
| publisherFraud | Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts. |
| SCOunauthorizedDirectSeller | This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT. |
| SCOunauthorizedDirectSellerPublisherMissing | This form of IVT is flagged when the first node of the SCO does not point to a publisher. |
| smartbot | Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network. |
| videoClickFraud | Video ad clicks that are generated from the same device at a statistically significant inflated rate. |
| videoImpressionFraud | Video ad impressions that are generated from the same device at a statistically significant inflated rate. |
| Sub-section: GIVT Types | |
| GIVT Types | The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| autoreloader | Impressions with very periodic patterns that cannot be generated by a human. |
| blankUserAgent | The impression has an empty User Agent field. |
| datacenter | The User’s IP has a match in the Pixalate known Datacenter list. |
| duplicateClicks | High volumes of duplicate clicks which may indicate an integration issue. |
| duplicateImpressions | High volumes of duplicate impressions which may indicate an integration issue. |
| fastClicker | Activity originating from users which generate clicks less than one second apart from their respective impression. |
| IABcrawler | Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers. |
| IABdummyBot | Activity originating from bots that use a User Agent string which does not match any existing browser. |
| idioBots | Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie. |
| privateIP | The IP Address associated with the ad impression is from the private network space. |
| TOR | Traffic originating from a TOR network node. |
| SECTION: VIEWABILITY | |
| Viewability | The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app. |
| SECTION: ESTIMATED INVENTORY | |
| Estimated Inventory | The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges. |
| Inventory by Devices | The estimated volume of programmatic ad impressions broken down by device. |
| Inventory by Region | The estimated volume of programmatic ad impressions broken down by business region. |
| Inventory by Ad Size | The estimated volume of programmatic ad impressions broken down by ad size |
| Inventory by DMA | The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA) |
Mobile App (iOS)
| Tooltip/Label | Description |
| SECTION: OVERVIEW | |
| Developer | Suggest an edit to Developer |
| IAB Primary Category | Suggest an edit to IAB Primary Category |
| IAB Subcategory | Suggest an edit to IAB Subcategory |
| Programmatic Popularity Rank | Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend |
| SECTION: RISK OVERVIEW | |
| Risk Overview | Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory |
| Smartphone | Blended advertiser risk assessment for the App on Smartphones by global business region |
| Tablet | Blended advertiser risk assessment for the App on Tablets by global business region |
| IVT | The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| Viewability | The average viewability for all display ad impressions in the app |
| Brand Safety Risk | The overall risk to advertiser Brand Safety from the app |
| Pixalate Advisories | Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.). |
| SECTION: APP DETAILS | |
| App Details | Key platform specific details for each app |
| App Information | Detailed app specific information. |
| Owner Domain | Business domain of the owner of the app, as declared in the corresponding app-ads.txt file. |
| Device Availability | The types of devices on which the app is available |
| Interactive Elements | Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer. |
| Users nteract | if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps |
| Shares Info | if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps |
| Digital Purchases | if the app allows you to make purchases, eg Amazon Shopping |
| Ad Capabilities | Detailed ad capabilities. |
| Top Device | The platform most commonly trafficked in programmatic advertising |
| Display Top Size | The display ad size most commonly trafficked in programmatic advertising |
| Video Top Ad Size | The video ad size most commonly trafficked in programmatic advertising |
| Video Contribution | The percentage of video ads trafficked on the app |
| Display Contribution | The percentage of display ads trafficked on the app |
| Hyperlocation Availability | The percentage of advertising transactions containing the user's latitude and longitude |
| MRAID Version | The most recent version of MRAID for which the app is compliant. |
| Ads Detected | Non ad-supported apps may be at risk of spoofing. |
| SECTION: DEVELOPER OVERVIEW | |
| Developer Overview | Essential information about the app's developer |
| Location | The business address of the developer |
| WHOIS Info Hidden | Businesses with privately registered anonymous domains are flagged as high risk |
| Terms and Conditions Detected | Businesses without published terms and conditions are flagged as high risk |
| Privacy Policy Detected | Businesses without a privacy policy are flagged as high risk |
| Low social media engagment on Facebook can be a risk factor | |
| Low social media engagment on LinkedIn can be a risk factor | |
| Low social media engagment on Twitter can be a risk factor | |
| SECTION: RANKINGS BY COUNTRY | |
| Rankings by Country | Market Share and Reach Rankings by Country |
| Global Reach Ranking By Country | Reach Ranking by Country |
| Global Market Share Ranking by Country | Market Share Ranking by Country |
| SECTION: COPPA VIOLATION RISK | |
| Pencil/Edit | Suggest an edit to COPPA Audience |
| Privacy Policy | Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13. |
| Sensitive Permissions | Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users. |
| Verifiable Parental Consent (VPC) | Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13. |
| Transmits Residential IP | Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13. |
| Transmits Location | Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13. |
| SECTION: BRAND SAFETY | |
| Sub-section: Description Brand Safety Risk | |
| Brand Safety | Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app |
| Description Brand Safety Risk | App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk |
| Advisories Risk | The risk to brand safety derived from the app's content advisories |
| Adult Content | The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content |
| Drug Content | The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content |
| Alcohol Content | The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content |
| Hate Speech | The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content |
| Offensive Content | The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content |
| Gambling Content | The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content |
| Violence Content | The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content |
| Sub-section: Content Brand Safety Risk | |
| Content Brand Safety Risk | The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety. |
| Adult Content | The risk to brand safety from potential adult images and content detected within the app. |
| Violence Content | The risk to brand safety from potential violent imagery and content detected within the app. |
| Image Text Extraction | Images are processed to detect text components which are displayed here along with descriptive labels and probabilities. |
| SECTION: TRAFFIC TRENDS | |
| Traffic Trends | This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps. |
| Traffic Overview | App Traffic Statistics and Risk Factors |
| Potential Bundle Id Spoofing Risk | The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site |
| Location Masking Risk | The risk that location data is inaccurate for advertising transactions involving the app |
| Advertising IVT Risk | The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB |
| Click IVT Risk | The risk of clicks originating from ads on the app being fraudluent |
| Viewability Risk | The risk of IAB viewability standards not being met for ad impressions on the app |
| Est. Daily Reach | Estimated daily reach of the app |
| Est. Monthly Reach | Estimated monthly reach of the app |
| Inventory | The estimated number of monthly impressions this app makes available programmatically |
| Sub-section: Overall Traffic Overlap Trends | |
| Sub-section: Traffic Overlap Trends by IVT | |
| SECTION: AUTHORIZED SELLER (APP-ADS.TXT) | |
| Authorized Seller (App-Ads.txt) | The contribution of various sell side platforms to programmatic ad impressions sold on the app. |
| Direct Sellers | The contribution of direct sellers to programmatic ad impressions sold on the app. |
| Unauthorized Sellers | The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app. |
| SECTION: MADE FOR ADVERTISING (MFA) RISK | |
| MFA Risk | Pixalate's assessment of the risk of the app being deemed MFA. |
| Ad Refresh Rate | Number of Ad Impressions presented to the user, per hour. |
| SECTION: INVALID TRAFFIC (IVT) | |
| Invalid Traffic (IVT) | Apps are measured according to the industry standard classifications of invalid traffic |
| Sophisticated Invalid Traffic (SIVT) | SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic |
| General Invalid Traffic (GIVT) | GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk. |
| Sub-section: SIVT Types | |
| SIVT Types | The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| appSpoofing | Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate. |
| clickFarm | An impression originating from a user who has been flagged as being associated with human click farm activity. |
| cookieStuffing | Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses. |
| datacenterProxy | The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol. |
| defasedApp | Traffic sourced from mobile apps that have been delisted from their respective app stores. |
| deviceIdStuffing | Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses. |
| displayClickFraud | Clicks that are generated from the same device at an inflated rate. |
| displayImpressionFraud | Impressions that are generated from the same device at a statistically significant inflated rate. |
| doorwaySite | A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers. |
| highCTRTraffic | Traffic associated with domains or apps demonstrating high risk CTR behavior. |
| highRiskApp | The impression is from an app which has been flagged for a high risk of invalid traffic. |
| highRiskSCONode | This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic. |
| highRiskDeveloper | An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic. |
| highRiskDeviceId | The impression is from a device ID that has been flagged for a high risk of invalid traffic. |
| highRiskDomain | The impression is from a domain which has been flagged for a high risk of invalid traffic. |
| highRiskIP | The impression is from an IP Address which has been flagged for a high risk of invalid traffic. |
| hijackedSession | Activity originating from a device which has a statistically significant inflated number of user sessions. |
| IPObfuscation | An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered. |
| locationObfuscation | Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction. |
| malware | The impression is from domains or pages known to host malware. |
| maskedIP | The IP of a user does not match the IP and the associated ISP reported in the advertising transaction. |
| maskediCloudRelayIP | The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address. |
| phishing | The impression is from domains or pages associated with phishing tactics. |
| proxy | The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol. |
| publisherFraud | Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts. |
| SCOunauthorizedDirectSeller | This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT. |
| SCOunauthorizedDirectSellerPublisherMissing | This form of IVT is flagged when the first node of the SCO does not point to a publisher. |
| smartbot | Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network. |
| videoClickFraud | Video ad clicks that are generated from the same device at a statistically significant inflated rate. |
| videoImpressionFraud | Video ad impressions that are generated from the same device at a statistically significant inflated rate. |
| Sub-section: GIVT Types | |
| GIVT Types | The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| autoreloader | Impressions with very periodic patterns that cannot be generated by a human. |
| blankUserAgent | The impression has an empty User Agent field. |
| datacenter | The User’s IP has a match in the Pixalate known Datacenter list. |
| duplicateClicks | High volumes of duplicate clicks which may indicate an integration issue. |
| duplicateImpressions | High volumes of duplicate impressions which may indicate an integration issue. |
| fastClicker | Activity originating from users which generate clicks less than one second apart from their respective impression. |
| IABcrawler | Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers. |
| IABdummyBot | Activity originating from bots that use a User Agent string which does not match any existing browser. |
| idioBots | Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie. |
| privateIP | The IP Address associated with the ad impression is from the private network space. |
| TOR | Traffic originating from a TOR network node. |
| SECTION: VIEWABILITY | |
| Viewability | The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app. |
| SECTION: ESTIMATED INVENTORY | |
| Estimated Inventory | The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges. |
| Inventory by Devices | The estimated volume of programmatic ad impressions broken down by device. |
| Inventory by Region | The estimated volume of programmatic ad impressions broken down by business region. |
| Inventory by Ad Size | The estimated volume of programmatic ad impressions broken down by ad size |
| Inventory by DMA | The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA) |